Gobble Pro

Fear of causing illness

May avoid some foods or overcook foods, leading to an unrealistic perception of how the food should taste

Fear of serving inedible food

May avoid using common seasoning or cooking using unfamiliar techniques to lower their error rate

Presentation Concerns

May avoid hosting guests, may distract from sharing the experience, could be perceived as too particular

Fear of the Cooking Process

May avoid foods that require a lot of prep or sway towards prepared foods

Fear of Recipes

May limit the variety of foods and stick to the same few meals they are comfortable cooking

55% of Millennials & Gen. Z feel "somewhat" comfortable cooking; 30% are less comfortable

Home economics is on the decline (enrollment down 40%)

Fewer stay-at-home parents raising millennials

Cooking has become an aspirational trend for millennials and gen. Z

80%

Millennials & Gen. Z feel that cooking at home is a good way to live and want to learn more.

• Typically self-taught
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• Safe zone - cooking the few items they know
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• Limited knowledge of cooking techniques
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• Worries about wasting food and money
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• Overwhelmed by too many choices
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• Urban living
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• Wants to learn to cook better, but has limited time



Pros

• Most users look online for cooking inspiration and recipes. ~22M people use recipe apps world-wide

• Guided instructions

• Access to thousands of recipes*

• Grocery list generator*

Cons

• Recipes - Too many choices can lead to decision paralysis



• Grocery Shopping for unfamiliar foods can be daunting. Are you buying the right thing? Is it ripe enough?
  

Pros

• Curated menu items



• Ingredients are delivered (opt. prepped/portioned)

• Use of seasonal ingredients selected for freshness

• Dietary options available

• Saves time

Cons

• Limited space for instructions can leave users with unanswered questions.

• 170 Meal kit businesses worldwide
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• 2015 | $400M sales in US market
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• Users: 70% continue to buy them after making their first purchase
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• Multi-Billion dollar potential market 

• AI - The menu algorithm has already improved 40% in relevance for each of its members
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• 10%-15% lower drop rate than the competitors
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• 60 days and most users become lifers
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• Silicon Valley Based
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• Head Chef is Michael Mina’s Protégé
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The new premium product takes advantage of both markets while at the same time, the friction points in each market are cancelled out by each other.

The implementation of guided instruction and cooking lessons provided by the cooking apps resolves the friction of the meal kits no having enough clarity during cooking.

While the curated ingredients and home delivery by the meal kits resolves the dilemma of having too many recipe choices and the stress of grocery shopping that come with the cooking apps.

Users track their progress & earn rewards as they improve

Menu Screen

User's select the menu items they want each week. As a Gobble Pro member, you gain early access to meals and priority shipping.

QR Code Reader

To start the lesson, simply scan the QR code. The user is quickly taken to the interactive lesson and prompted to start cooking.

Interactive Instruction

The interactive lessons walk users through getting the cooking supplies, identifying ingredients, and adds context to the meal being cooked.

Progress Screen

As user's complete meals they earn points based on the meal complexity and diversity. User's earn product discounts and perks the more they progress.